Aertex Launches into Licensing

British heritage brand Aertex, established in 1888 as the world’s first performance fabric, is celebrating its 125th anniversary this year and is looking to licensing to continue for another 125.

Over the decades the brand has been worn by the Desert Rats in WWII, The England Football Team in 1970, Pelé of the New York Cosmos and DJ Example.

The company’s strategy for the future relies heavily on stand-alone and ingredient licensing across multiple categories both in the U.K. and around the world.

“We are in the process of identifying key dynamic licensing partners who understand product innovation and how the careful exploitation of core brand values can lead to increased consumer appeal and sustained revenue for licensees and retailers,” says Andrew Levy, head of international brand development, Aertex.